‘Through The Marketing Wormhole’ – Forrester
Melissa Perrish says, “What a strange time it is to be a marketer. Last year, we on the B2C marketing team fielded hundreds of questions from brands and tech partners alike about the revelations that rocked our worlds: kickbacks, tech consolidation, opacity of even decades-old partnerships, measurement screw-ups from the world’s second largest digital advertising player, and the possibility of a single tweet sending share prices tumbling. And yet…
The increasing importance of content—especially video, both live and otherwise—is driving a renewed dependence on agencies. Facebook had an absolutely insane Q4 and Snap Inc filed their S-1. Advertisers didn’t shy away from Super Bowl buys even with declining NFL ratings; they’re just going cross-platform, even if they won’t be able to measure its effectiveness.
What is going on? Are we so optimistic that we’re ignoring the data in front of us that seems to say we should be taking a cold, hard look at our strategic planning? Is it that given the greater world context over the last year we no longer know if we can trust the evidence in the first place?”.
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